SEO for Dynamic Websites - Make Web Not War 2011

Technical SEO for Dynamic Websites ,[object Object]

SEO FOR DYNAMIC WEBSITES ,[object Object],[object Object],[object Object],[object Object]

SEO FOR DYNAMIC WEBSITES ,[object Object],[object Object],[object Object],[object Object],[object Object]

SEO for Dynamic Sites ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

THE SEO OPPORTUNITY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

THE SEO OPPORTUNITY ,[object Object],Americans spend 138 million hours a month searching. – AdAge, Aug. 2010

THE SEO OPPORTUNITY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source : IAB 2010 & Comscore 2009.

FORECAST : US INTERACTIVE SPEND FROM 2009 – 2014 ,[object Object],Source : Forrester ’ s Interactive Advertising Models, 4/09 and 10/08 (US only) .

SEO SEEN AS MOST EFFECTIVE IN GENERATING CONVERSIONS ,[object Object],Most effective digital marketing tools for generating conversations Source: © C opyright FORBES 2009

SEO & PPC ARE THE MOST EFFECTIVE TACTICS WHEN IT COMES TO RESULT ACHIEVEMENT ,[object Object],Results vs. expectations for digital marketing compaigns Source: © C opyright FORBES 2009

SEO FOR DEVELOPERS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SEO “101” ,[object Object],[object Object],[object Object],[object Object],INDEXATION + RELEVANCY + POPULARITY

3 CORE PRINCIPLES OF SEO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SITE ARCHITECTURE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SITE ARCHITECTURE - CATEGORIES ,[object Object],More than half of all traffic comes through search.

SITE ARCHITECTURE – SILOS ,[object Object],Categories should be defined by keyword themes.

SITE ARCHITECTURE – KEYWORDS ,[object Object],Shorter tail keyword = more competitive  they need more support from the long tail.

KEYWORDS – SHORT vs LONG TAIL ,[object Object],Long tail often has 5-10 times the searches of short tail root keyword – i.e. “ laptops ” vs “ buy HP laptop ”

Linkjuice ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

LINKJUICE - CHEAT SHEET ,[object Object],Tag/Command Indexation Linkjuice Robots.txt (file in root) EG: Disallow: /news/pdf-copies/ Stops pages or directories from appearing in Search Engine indexes Pages ‘ blocked ’ by robots.txt can still accumulate and pass linkjuice Block what you don ’ t want indexed: Session IDs / dupe URLs: Disallow: *partner=* Entire directories : Disallow: /news/pdf-copies/ Internal SERPs: Disallow: *car-search-query=* External affiliate links: Disallow: *GO.cgi* If excluded pages have external links, expect 'URL-only' listings: No title, snippet, size or cache. For no listing at all, allow bots & use Meta noindex

LINKJUICE - CHEAT SHEET ,[object Object],Tag/Command Indexation Linkjuice On-Page Meta No-Index (<head> of page) EG: <meta name= “ robots ” content= “ noindex ” > Stops the page from appearing in Search Engine indexes entirely. Pages ‘ blocked ’ by robots.txt can still accumulate and pass linkjuice. You may want to use Meta Noindex if: you can ’ t alter your robots.txt, or if robots.txt standard is not flexible enough, or if you don ’ t want URL listings.

LINKJUICE - CHEAT SHEET ,[object Object],Tag/Command Indexation Linkjuice On-Page Meta No-follow (<head> of page) EG: <meta name= “ robots ” content= “ nofollow ” > Stops spiders from following the links on the page (which may still get indexed via other links) The pages can still accumulate linkjuice (and rank), but can ’ t pass it on You may wish to nofollow an entire page like a list of paid sponsors.

LINKJUICE - CHEAT SHEET ,[object Object],Tag/Command Indexation Linkjuice Rel=nofollow (in an <a href> link) EG: <a href= “ http://non-trusted-site.com ” rel= “ nofollow ” > Stops spiders from following a specific link. They don ’ t crawl or discover through nofollow links. Stops Linkjuice from flowing through a specific link. Past controversy on its use within a domain to ‘ sculpt PR flow ’ and if that is still enforced by Google. For pre-established or efforts already in place, consider switching nofollowed links to javascript links to ensure a similar effect.

LINKJUICE - CHEAT SHEET ,[object Object],Tag/Command Indexation Linkjuice 301 Redirection ( many types of implementation ) EG: redirect /old/page.php /new_page.php [301, permanent] Spiders follow redirect and discover new pages. Search Engines transfer linkjuice from old pages to new pages . If any URLs change, this is the best way to shift linkjuice from old to new. 301s are the only way to transfer linkjuice from one domain to another.

LINKJUICE - CHEAT SHEET ,[object Object],Tag/Command Indexation Linkjuice Canonicalization tag (<head> of page) EG: <canonical = “ /proper/product/page.php “ > Spiders go to referred page like a 301 redirect . Does not work across domains. Search Engines transfer linkjuice from variation pages to real page . ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

LINKJUICE - CHEAT SHEET ,[object Object],Tag/Command Indexation Linkjuice Javascript Link EG: <div onclick="document.location.href='http://www.domain.com/'"> Google tries to crawl and index if URL is easily to access – in onclick or href If crawlable, Google will try to pass linkjuice ,[object Object],[object Object]

FREE SEO TOOLS #1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

FREE SEO TOOLS #2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Free SEO Tools #2 ,[object Object]

DO ’S & DONT’S – 101 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source : SEOmoz Search Ranking Factors 2009 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

DO ’S & DONT’S – ONSITE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CANONICALIZATION ISSUES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

ROADBLOCKS 101 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SITE SPEED ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CONTACT COORDINATES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SEO for Dynamic Websites - Make Web Not War 2011

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SEO for Dynamic Websites - Make Web Not War 2011